Paper short abstract:

This research looks at the interplay between three kind of destination branding themes of the same town on the one hand, and the local population on the other hand, additionally the outcome of this interplay in the daily lives of the people is being looked at.

Paper long abstract:

Halfeti is a small town in the southeast of Turkey, at the shore of the river Euphrates, and has been for 3/5th inundated due to the construction of a dam in 1999. After inundation the socioeconomic life of the town has been drastically reduced. For the town's socioeconomic well being tourism has been introduced and Halfeti has been branded as a tourist destination according to the concept hidden paradise (by the state tourism planners). This theme refers to the part of Halfeti that is situated under water and hence the traumatic events of the flooding are turned into a branding strategy. Secondly, as an oriental village in the southeast narrated by the creators of the black rose soap series. This popular series is shot in Halfeti and through the show re-oriental notions on place branding are being created by both the makers of the series and the locals who are in favour of the series and the story line. Finally, the town is branded as a Slow City by Cittaslow in which locals are using the slow food theme to sell their local foods. All three images contribute to a growing awareness among the local population concerning Halfeti and the beautiful and special place it is.